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A influência do marketing mix de serviços na intenção de compra das gerações x e z no setor do turismo: uma abordagem exploratória
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Abstract(s)
O setor do turismo está em constante evolução, influenciado por fatores como o avanço tecnológico, mudanças sociais e preferências geracionais. Assim, houve uma necessidade de compreender as atitudes de duas gerações distintas em relação à experiência de serviço no setor.
Este trabalho teve como objetivo analisar as intenções de compra das gerações X e Z, influenciadas pelo marketing-mix de serviços e as suas dimensões associadas. Recorreu-se a uma análise quantitativa, aplicando um inquérito por questionário nas diferentes regiões de Portugal Continental, com análise descritiva e exploratória para melhor responder aos objetivos do estudo.
Os resultados indicam que o marketing-mix de serviços tem um impacto significativo nas intenções de compra das gerações, mas de formas distintas. A pesquisa demonstra que a geração Z é mais sensível à dimensão preço, o que indica que estratégias de preços competitivos e promocionais serão mais eficazes para atrair este grupo. Porém, a geração X também é afetada pelo preço, mas menos acentuado, sugerindo que embora esta dimensão seja importante, outras poderão ser determinantes na sua decisão de compra. Adicionalmente, a qualidade e a confiabilidade dos serviços foram altamente valorizados por esta geração, evidenciando a importância de personalizar o marketing-mix conforme as caraterísticas de cada geração.
Em resumo, o marketing-mix de serviços deverá ser adaptado para atender às necessidades e preferências distintas das gerações X e Z. Para a geração Z, um foco nos preços competitivos e promoções poderá ser mais eficaz, enquanto a geração X requer mais ênfase na qualidade e confiança dos serviços oferecidos.
Tourism sector is in constant evolution, influenced by factors such as technological advancements, social changes and generational preferences. Therefore, there was a need to understand the attitudes of two distinct generations regarding service experiences in the sector. This study aimed to analyze the purchase intentions of Generations X and Z, influenced by the service marketing mix and its associated dimensions. A quantitative analysis was conducted, applying a questionnaire survey across different regions of mainland Portugal, using descriptive and exploratory analysis to better meet the study’s objectives. The results indicate that the service marketing mix significantly impacts the purchase intentions of both generations, but in different ways. The research shows that Generation Z is more sensitive to the price dimension, indicating that competitive pricing and promotional strategies will be more effective in attracting this group. However, Generation X is also affected by price, but to a lesser extent, suggesting that while this dimension is important, other factors may be more decisive in their purchasing decisions. Additionally, the quality and reliability of services were highly valued by this generation, highlighting the importance of customizing the marketing mix according to the characteristics of each generation. In summary, the service marketing mix should be adapted to meet the distinct needs and preferences of Generations X and Z. For Generation Z, a focus on competitive pricing and promotions may be more effective, while Generation X requires more emphasis on the quality and reliability of the services offered.
Tourism sector is in constant evolution, influenced by factors such as technological advancements, social changes and generational preferences. Therefore, there was a need to understand the attitudes of two distinct generations regarding service experiences in the sector. This study aimed to analyze the purchase intentions of Generations X and Z, influenced by the service marketing mix and its associated dimensions. A quantitative analysis was conducted, applying a questionnaire survey across different regions of mainland Portugal, using descriptive and exploratory analysis to better meet the study’s objectives. The results indicate that the service marketing mix significantly impacts the purchase intentions of both generations, but in different ways. The research shows that Generation Z is more sensitive to the price dimension, indicating that competitive pricing and promotional strategies will be more effective in attracting this group. However, Generation X is also affected by price, but to a lesser extent, suggesting that while this dimension is important, other factors may be more decisive in their purchasing decisions. Additionally, the quality and reliability of services were highly valued by this generation, highlighting the importance of customizing the marketing mix according to the characteristics of each generation. In summary, the service marketing mix should be adapted to meet the distinct needs and preferences of Generations X and Z. For Generation Z, a focus on competitive pricing and promotions may be more effective, while Generation X requires more emphasis on the quality and reliability of the services offered.
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Keywords
Geração X Geração Z Intenção de compra Marketing-mix de serviços